Ray-ban Campaign
Here is a quite interesting campaign by Cutwater-San Francisco for Ray-ban. Cutwater’s global campaign, cunningly tries to stay above the cluttered fashion market environment, which is more shiny, diamond-studded and pretentious than ever before. ‘Never Hide’ is an answer to all fashion brands, which reminds us that the most fashionable think to do is to be yourself.
However, the “be yourself”, over-played, kind of, tagline would be ineffective, without the power that the outdoor/print part of the campaign contained. The prints are all depicting true moments of freedom and sincerity and are shot in a black and white, photojournalistic style, managing though to keep a contemporary fashion look as well. The target group of Ray Ban is so broad now that gave the CD’s the freedom to play with many thematic entities. This last print of the ‘supermodel eating cheeseburger’ shows the intention to keep the campaign building up, becoming bolder and delving into deeper issues of contemporary pop culture.
The size of the chosen typeface is interesting because it is proportionally big for the images, but it manages to give a fresh, unique and simple look. If I had something to suggest, it would be, in some of the themes, the models should not pose to the camera but give an even stronger air of independence. However in the most of the shoots the art direction is excellent.
